The Marketing to Women Lag

In 1995, Grey Advertising published a story that explores women’s aspirations. This study is certainly old enough to have informed any company’s marketing to women efforts. Let’s compare what Grey Advertising found to some modern marketing samples, shall we?

The study found women aspired to:

  • Make the world a better place 85%
  • See kids become really successful 83%
  • Have enough time to do what I want 82%
  • Be more attractive 53%
  • Be younger 27%
  • Be famous 7%
  • Live like a movie star 5%

Look at this list carefully and think about whether the majority of women-targeted ads you see actually reflect women’s true values. Here’s a sampling of some recent advertising and copy:

Glamor copy from Mac

Bing advertises to women

Tom's marketing to women

Do you want to be a material girl?

Seems like most companies are lagging behind the research, eh? In the spirit of fairness, here are two ads that really seem to address women’s aspirations:

Gerber knows how to market to women.

Pepsi shows some good marketing to women.

This entry was posted in Advertising to Women, Things women care about, Women as customers and tagged , , , , on by .

About Marti

To The Huffington Post, she’s “the High Priestess of Marketing to Women;” to TIME magazine, “the Chief Rabbi of the Sheconomy.” Renowned business guru Tom Peters calls her “the First Lady of Marketing to Women” and says she “is one of the best presenters, male or female, I’ve ever seen.” Marti Barletta shows you how to get more customers, make more money per customer and keep customers loyal longer - simply by getting smarter about women. Her first book, Marketing to Women, is available in 19 languages,” and her latest book, PrimeTime Women, focuses in on the market’s high-spending sweet spot - Boomer women in their mid-life prime – and shows marketers how to use this prime segment’s growth, size and buying power to propel their business for the next 20 years. As the go-to authority on marketing to women, women in leadership and women’s growing role in shaping the 21st century, Barletta has been quoted on CBS, ABC, MSNBC and NPR, as well as in The Wall Street Journal, The New York Times, The Economist, USA Today, Fast Company, TIME, Business Week, Inc., and many other publications worldwide. Ms. Barletta’s consulting clients have included Diageo, Ford, Kodak, Pfizer, Volvo Worldwide and others. A popular speaker internationally, she has enjoyed rave reviews on every continent except Antarctica, including in Australia, Chile, Dubai, Japan and Sweden. She has spoken for hundreds of companies, conferences and associations; and across dozens of industries, including consumer products, financial services, travel and tourism, retail and real estate development, to name a few. She is proud to say that numerous clients have booked her for return appearances. Her dynamic style, command of her subject and passion for her topic make her a popular speaker. Audiences love her practical tactics tailored to the interests of each audience, her lively style and sense of humor, and her memorable stories about men, women and marketing. Specialties:I show you how to attract more customers, keep them longer, and earn more money from every customer simply by getting smarter about today's mightiest market - women.

One thought on “The Marketing to Women Lag

  1. Pingback: Marketing to Women Messaging: How to Portray Women | Marti Barletta

Leave a Reply

Your email address will not be published. Required fields are marked *